Activision announced on its official blog today that they will not have their own booth this year at the Electronic Entertainment Expo. “”In June, we’re going to be at E3 showcasing gameplay from Infinity Ward’s ambitious new game. We’re looking forward to sharing exciting new details about the next great Call of Duty game in partnership with our friends at PlayStation. We’re proud to be participating in this premier video game event, but won’t have an Activision booth on the show floor.” They join Electronic Arts, who will also be attending E3 boothless.
While Activision won’t have a special presence on the floor, it’s not true that Activision’s GAMES will be skipping the trade show. They’re some of the biggest in the gaming industry, after all. Titles like the next Call of Duty will sport playable demos, but within the booths of the consoles they’re published on, so you will have to go to the Microsoft booth to play Infinity Ward’s new game, or visit the Nintendo booth to fiddle with the next Skylanders toys.
Activision has skipped E3 before; they last withdrew from the floor in 2008. But even if it’s a coincidence, losing both EA and Activision in the same year is not a good sign for the 20-year-old industry press event, and perhaps a strong sign that its relevance in an always connected world is fading.
The good news, if you can look at it THIS way, is that the show floor should be a lot less crowded with all of that open space now available.